Social Media Marketing

MELIS YURDAKUL

Open to relocation, CA • +1-951-***-**** • ***********@*******.*** • linkedin.com/in/melis-yurdakul Data-driven, performance-obsessed Performance Marketing Lead with 4 years of digital advertising experience across paid social and programmatic channels. Expert in full-funnel B2B and SaaS campaigns with success in A/B testing, attribution modeling, and funnel optimization. Delivered measurable results including 45% engagement growth, 25% CAC improvement, and $30K+ pipeline generation through strategic bid management and budget optimization. Proficient in LinkedIn Ads, Meta Business Manager, Google Ads, and marketing automation platforms with strong analytical mindset and ROI reporting expertise. WORK EXPERIENCE

Spiky AI 01/2025 - Present

Product & Social Media Manager

• Own execution and optimization for all paid digital advertising channels including LinkedIn, Meta, Google Ads, and programmatic platforms, driving 25% user engagement growth through data-driven campaign optimization and bid strategy management

• Build and run experiments across audiences, channels, formats, and creatives to drive pipeline generation, managing budgets and continuously reallocating based on performance metrics (CPC, CTR, ROAS, CAC)

• Partner with design teams to create ad assets that convert to an AI-powered conversation analytics platform, developing full-funnel B2B campaigns that deliver measurable results in high-consideration buyer journeys

• Develop and iterate on bidding strategies to maximize performance across awareness, consideration, and conversion stages, utilizing A/B testing and attribution modeling to improve CAC and funnel optimization

• Execute rapid experimentation approach—launching fast, iterating quickly, and scaling what works across paid social and programmatic channels

Onsite Computing 01/2025 - Present

Marketing and Operations Specialist

• Strengthened brand positioning in B2B cybersecurity market by developing compliance-focused marketing materials that improved lead quality by 25%

• Execute performance marketing campaigns across LinkedIn Ads and Meta Business Manager for B2B cybersecurity market, driving 15% engagement growth through A/B testing and budget management optimization

• Develop bidding strategies for compliance-focused campaigns (GDPR/NIST), utilizing Google Tag Manager and analytics tools to optimize conversion tracking and performance analysis California State University, San Bernardino 11/2023 - 08/2025 Social Media Marketing Specialist

• Analyzed user behavior data to create compelling product messaging and optimize outreach strategies across LinkedIn, Instagram, and email channels, improving student engagement rates by 45% and increasing program awareness by 60% .

• Own paid digital advertising execution across LinkedIn, Meta Business Manager, and programmatic channels, generating $30K pipeline through full-funnel campaign strategy and budget optimization NextLabs 03/2024 - 01/2025

Marketing Analyst Intern

• Execute paid media strategy for enterprise SaaS security solutions, building full-funnel B2B campaigns that enhanced demand generation effectiveness by 30% through performance marketing optimization

• Conduct competitive analysis across 15+ B2B cybersecurity competitors to inform bidding strategies and channel optimization for paid search, LinkedIn Ads, and programmatic advertising

• Implement attribution modeling and funnel optimization techniques to improve CAC and ROAS across regulated industries

(finance, defense, governemnt, software and manufacturing)

• Develop performance tracking and ROI reporting systems that supported strategic budget management and campaign optimization decisions

Gram Games 05/2022 - 07/2023

Product Management Intern

• Implemented Agile/Scrum methodologies including backlog grooming and sprint planning, reducing feature deployment time and improving cross-functional team delivery timelines.

• Conducted user research and data analysis to identify pain points in user journey, leading to UX improvements that increased user acquisition efficiency by 25%.

EDUCATION

Master of Business Administration in Marketing Management and Cybersecurity California State University, San Bernardino 08/2023 - 12/2025 Focus on Performance Marketing, Digital Advertising, Analytics, Attribution Modeling, Marketing Automation, ROI Analysis Bachelor of Arts (BA) - American Studies and International Relations Istanbul University 01/2018 - 01/2023

Coursework in Strategic Analysis, Cross-Cultural Communication, and Global Markets CERTIFICATIONS

PSM I Certification (In Progress)

Google Project Management Certificate (Advanced)

Foundations of User Experience (UX) Design

Digital Marketing Strategy

SKILLS

Analytics & Research: A/B Testing, Data Visualization, Google Analytics, Market Research, SQL, User Behavior Analytics Marketing & Automation: Audience Segmentation, B2B Campaign, Campaign Automation, CRM, Demand Gen, HubSpot, Integration, Marketing Workflows, Salesforce

Design & Development: Adobe Creative Suite, Canva, Figma, UI/UX Research Languages: English (Bilingual), French (Advanced), Spanish (Advanced), Turkish (Native) Performance Metrics: CAC, Conversion Rate, CPC, CPM, CTR, Pipeline Attribution, ROAS, ROI Reporting

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